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Klarna: 2021 US Holiday Shopping Trends

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Some of the most-wished-for beauty items this holiday season include Dior Sauvage Parfum, Glow Recipe Watermelon Glow Ultra-Fine Mist, Chanel Rouge Allure Luminous Intense Lip Color and more.

Klarna has released its 2021 holiday shopping report— The State of Smoooth: 2021 Holidays Unwrapped—which includes the most wanted beauty items of this holiday season and data on consumer preference for sustainability, advertising sources and shopping channels. The data is based on a survey of 1,000 U.S. consumers, aged 18-66+, conducted by Dynata in August 2021.

Related: 6 Pandemic-era Holiday Beauty Marketing Realities

The most-wished beauty items among men are Dior Sauvage Parfum, Better & Better Fully Charged Toothpaste with Vitamins B12 & D3, and Jimmy Choo Man Eau de Toilette. Per the report, 59% of men seek out brands with a sustainable and ethical mission, and 64% always opt for more sustainable gift-wrapping options.

Women’s most-wished beauty items are Hada Labo Tokyo Anti-Aging Hydrator, Glow Recipe Watermelon Glow Ultra-Fine Mist and ColourPop Lil Ray of Sunshine Warm Toned Yellow Eyeshadow Palette.

Per the report, 76% of women say they are open to shopping from new and emerging brands this holiday season.

Gen Z’s most-wished beauty items are Hada Labo Tokyo Anti-Aging Hydrator, ColourPop Lil Ray of Sunshine Warm Toned Yellow Eyeshadow Palette and LuLuLun Precious Hydrate Aging Skin Beauty Face Masks.

Per the report, 70% of Gen Z are more likely to seek out brands with a sustainable or ethical mission, and 75% always opt for more sustainable gift-wrapping options.

Millennials' most-wished beauty items are Glow Recipe Watermelon Glow Ultra-Fine Mist, Chanel Chance Eau Tendre Eau de Toilette Spray and Yves Saint Laurent Libre Eau de Parfum.

Per Klarna, 79% of millennials have purchased a product after seeing it on social media—the most of any age group—and 69% are interested in attending livestream shopping events this holiday season.

Gen X’s most-wished beauty items are Moon Juice Sex Dust, Brooklyn Body Butter Natural Butter and Chanel Rouge Allure Luminous Intense Lip Color. Per Klarna, 62% of Gen X seek out brands with a sustainable and ethical mission, and 62% always opt for more sustainable gift-wrapping options.

Boomers' most-wished beauty items are Anastasia Beverly Hills Brow Wiz, Aromatherapy Associates Ultimate Bath & Shower Oil Collection and Wild Sage Carissa Color-wash Soap Dish. Boomers care the most of any generation (40%) about convenience when selecting a physical retail location, including location and proximity.